Using social media to help drive presale memberships

Case study:
Gold’s Gym

Using social media to presell fitness club memberships

Results

$500

total spend on Facebook

368

leads generated in one month

$48.63

lower CPL than the industry average

Background

When Gold’s Gym came to UpSwell, they were just about to open a big new gym in Ocala, Florida. But they didn’t want to spend big on preselling memberships. And they needed a health club marketing company that could handle every aspect of social media, including the integration of social leads with their existing CRM.

Confident in our extensive experience in using social for fitness marketing, we simply said, “No sweat.”

Solution

First, we consulted directly with the rep from their CRM company. This ensured that leads from the social media campaign integrated seamlessly with their database, and would be easily accessible to the entire team
Then we created a multi-message Facebook campaign to build off of their existing direct mail effort. The mailer was reaching people at home, but that was just a beginning. We knew (from working with 5000 other clubs) that quickly generating leads and sign-ups required more.

We ran four very different, well-integrated Facebook ads in just one month. There was a 3-D rendering video of inside the club. A GIF matching the direct mailer. A carousel ad showcasing club amenities. And a personal training video, to give prospects a preview of the professional attention they’d get.